Senators Reintroduce “No Fakes” Bill Taking on AI Deepfakes

A bipartisan group of senators has reintroduced legislation aimed at taking on unauthorized uses of voice and likenesses for AI-generated deepfakes, gaining support from stakeholders in the entertainment and tech industries.

Senators Chris Coons (D-DE), Marsha Blackburn (R-TN), Amy Klobuchar (D-MN) and Thom Tillis (R-NC) reintroduced the NO FAKES (Nurture Originals, Foster Art, and Keep Entertainment Safe) Act on Wednesday alongside Representatives María Elvira Salazar (R-FL-27), Madeleine Dean (D-PA-4) Nathaniel Moran (R-TX-1) and Becca Balint (D-VT-At Large) nearly a year after the bill was first introduced last July. Entertainment organizations like SAG-AFTRA, the RIAA and the MPA had voiced their support of the bill last time, and the newly reintroduced bill has also drawn support from the likes of YouTube and OpenAI.

The bill would establish a federal right for every American for their voice and visual likeness, a particularly sought after distinction for famous actors and recording artists. Per a press release, the bill also requires “promptly removing unauthorized deepfakes” from UGC platforms.

AI deepfakes have grown increasingly common as the technology has improved and gotten more accessible to the general public, as evidenced as recently as February in a viral video depicting deepfakes of David Schwimmer, Jerry Seinfeld, Scarlett Johansson deploring Kanye West for his stream of antisemitic comments.

“I am a Jewish woman who has no tolerance for antisemitism or hate speech of any kind. But I also firmly believe that the potential for hate speech multiplied by A.I. is a far greater threat than any one person who takes accountability for it,” Johansson said back in February a statement of the video. “We must call out the misuse of A.I., no matter its messaging, or we risk losing a hold on reality.”

Joining the legislators in person to commend the bill were MPA CEO Charlie Rivkin, Recording Academy CEO Harvey Mason Jr., SAG-AFTRA president Fran Drescher, RIAA CEO Mtich Glazier, YouTube global head of artists Vivien Lewit, Warner Music Group CEO Robert Kyncl and country music legend Randy Travis, who last year released one of the first commercial recordings to feature AI-cloned vocals. (Travis suffered a stroke over a decade ago that took his ability to sing, with AI making it possible for his voice to appear on new music again.)

“This bill reflects what can happen when tech and creative industries come together – foster cutting edge innovation while protecting human identity and artistry,” Kyncl said in a statement. “We look forward to working with key members of the US Senate and House to help pass the NO FAKES Act this year.”

“This bill proves that we can prioritize the growth of AI and protecting American creativity at the same time,” Glazier said in a statement. “We applaud Senators Blackburn, Coons, Tillis and Klobuchar; Representatives Salazar, Dean, Moran, Balint and bipartisan colleagues for their incredible leadership on driving this legislation that provides balanced and effective protections for all individuals against exploitative uses of their voice and likeness while supporting free speech, reducing litigation and achieving the promise of AI technology.”